Putting your brand name on a Website doesn’t make it an Internet brand. There are brands and there are Internet brand, and the two are quite different.
If you want to build an Internet brand, you shouldn’t treat the Internet as a medium, you should treat it as a business.
Does brand familiarity in the ‘outernet’ foster interest in the Internet? A study by Forrester Research among sixteen- to twenty-two-year-olds says ‘no.’ According to the Cambridge, Massachusetts-based firm, ‘Some of the hottest brands in the off-line world have no online value.’
Haste makes waste. Let's not jump into the Net too quickly. 8
8There are two kinds of Internet brands. The quick and the dead. You either move fast or you lose out.
The name doesn't matter. What counts is the setup of the site. 4
4In the real world names are important. On the Internet names are critical.
We don't need any help. We just need to put our catalog on the Web. 2
2What works in the real world won't work on the Internet.